How One Manufacturer Of Industrial Adhesives Drove Over 73K Impressions From Industrial Decision-Makers In One Newsletter Send

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Newsletter Advertising

Strategy To Grow Awareness and Drive Leads

Toagosei America Inc., a manufacturer of Aron Alpha industrial adhesives, primers, accelerators, and applicator solutions, had been using a range of digital marketing tactics to grow their brand presence online with the goal of generating high-quality leads. The team at Toagosei understood that to drive these qualified leads, they would need to create a strategy that would reach highly qualified buyers and decision-makers within the industrial space.

Understanding that Toagosei needed to grow their Aron Alpha brand visibility, engage the right buyers, and, ultimately, drive new leads for their sales group, the team at Thomas recommended newsletter sponsorship in the Thomas Industry Update (TIU). By leveraging a sponsorship in TIU, The Aron Alpha brand would be able to engage up to 300k+ industrial decision-makers made up of engineers, procurement professionals, and management professionals who read the newsletter daily for industry news, product announcements, company highlights, and more.

Key Results

1

Newsletter send

73K+

Overall impressions

1K+

Direct website visits

100+

High-quality sales leads

Executing The Newsletter Strategy

Design Engineers

Maintenance, Repair,
& Operations

General Management

Procurement Professionals

To increase the overall engagement of their newsletter send, Toagosei selected a targeted audience that included General Manufacturing, General Management, Procurement Professionals, Engineers, and Maintenance, Repair, and Operations professionals using TIU’s audience filtering capabilities.

These target recipients were divided into two groups and sent two unique message variations to help Toagosei promote one of their recent blogs, "How Do Cyanoacrylate Adhesives Work?", and a gated eBook they’d created titled "5 Common Adhesive Mistakes And How To Avoid Them." By promoting content that is designed to help prospects complete their “jobs to be done,” Toagosei was able to position themselves as a resource for potential customers and offer prospective customers value in exchange for their contact information.

Creating Tangible Results From The Newsletter

With the strategy set and the email send completed, Toagosei’s Aron Alpha branded content received over 73k+ impressions in the Thomas Industry Update that put the brand in front of buyers from major companies including 3M, NASA, and Siemens.

The newsletter send also drove over 100 new contacts from downloads of the eBook offers which provided the Toagosei America team with sales follow up opportunities.

With a strong brand promotion effort, new prospects visiting their website, and new sales leads to continue discussions with, the team at Toagosei found success with the TIU newsletter.

TIU Email Newsletter